Cadbury Company Essay

Introduction Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury. It was introduced in the United Kingdom in 1905 and now consists of a number of different products. Every product in the Dairy Milk line is made exclusively with milk chocolate. Cadbury’s Daily Milk has a range of different flavours, all equally famous around the world. This case study relates to the topic of advertising which we studied in class. Cadbury is not only famous for the quality of their product, but also for their advertising. Since 2007, the date of birth of ‘a glass and a half full production’, which is Cadbury’s own internal production company, we talk a lot about the chocolate brand because of their advertising campaign. The aim of this new approach to advertising from Cadbury’s is not to focus on the chocolate but on the joy and enjoyment, you associate with eating a chocolate bar. The three most famous campaigns to date are ‘Gorilla’s’ in 2007, ‘Airport trucks’ in 2008, and ‘Eyebrows’ in 2009. All of these advertising campaigns are set in a fun environment with enjoyable music to try to capture people’s attention, excite them and make them feel happy. In this report, we will at first, evaluate the objectives and advertising platform of these three ads. We will then explain the advantages and disadvantages of TV advertising. We will explore the role of viral advertising in these sort of advertising campaigns, before concluding by highlighting just what made these Cadbury’s ad’s so memorable. Q1. View all three Cadbury Dairy Milk advertisements on YouTube. Describe and evaluate the advertising platform and the advertising objectives of these three ads. How are all three related? In 2007, Cadburys launched its first advertising campaign from the newly established ‘A Glass and a Half Full Productions’. The 90 second advertisement entitled â€Å"Gorilla† was premiered during the season finale of Big Brother 2007, with the Phil Collins song â€Å"In the Air Tonight† playing in the background with a Gorilla playing the drums to the beat of the song. Big Brother would have generated a massive audience and Cadbury planned it perfectly to first launch the ‘Gorilla’ ad doing the breaks in the Big Brother finale. The campaign itself  has made appearances on bi llboards, print newspapers and magazines, television and cinema spots, event sponsorships and an internet presence which just shows how successful it was. Keen to build on the success of the â€Å"Gorilla† advertisement, ‘A Glass and a Half Full Productions’ released their second production on 29th March 2008. This advertisement tells the story of the first ever airport truck race in history, seeing vehicles of all shapes and sizes take to an empty runway for the race of their lives. Each one of the trucks was ‘pimped’ to show its unique character. With everything from go faster stripes to customised wheel trims, the trucks lined up on the starting line under a purple sky at dusk and raced to the music of Queen’s â€Å"Don’t Stop Me Now†. This ad wasn’t as successful as the ‘Gorilla’ or ‘Eyebrows’ ad. In January 2009, Cadbury introduced a new ‘A Glass and a Half Full Productions’ TV advertisement, entitled â€Å"Eyebrows†, which became the 3rd video produced by the production company. The 60 second advertisement brought to life the story of a brother’s and sister’s moment of madness when backs are turned and they are left to their own devices. The advert opens with two siblings sitting in a traditional photographer’s studio, waiting to have their portrait taken. When the photographer was called away by a ringing phone the children launched into a choreographed eyebrow dance. The children produced a range of eyebrow dance moves to the sound of â€Å"Don’t Stop the Rock† by electro-funk superstar, Freestyle. Cadburys main objectives with these three ads were to deliver greater brand love and involvement while keeping the core consumers engaged and to also attract the younger audience to help build the brands profile. They achieved these objectives by creating enjoyable and memorable ads which for example lead to people trying to copy the ‘Eyebrows’ ad and posting their videos on YouTube. Since 2007 Cadbury have adopted a new advertising approach which many view as critical to both the Cadbury Dairy Milk brand and the company. Cadbury decided not to focus on the chocolate in their advertisements, but instead to focus on entertaining the public. This led to the creation of the three memorable advertisements outlined above, â€Å"Gorilla†, â€Å"Airport Trucks† and â€Å"Eyebrows†. All these advertisements incorporated the Cadbury trademark colour purple into the ads and displayed the Cadbury Dairy Milk logo and slogan ‘A Glass and a Half Full of Joyà ¢â‚¬â„¢. All the ads embraced the popularity of viral advertising and used this very much to their advantage and were a  huge hit on YouTube and on social networking sites. They became a firm favourite among the online community. They told the public nothing about Dairy Milk. Rather than using the chocolate as the main focal point, Cadbury decided to use emotional appeals to attract the public’s attention. Many in the industry viewed this as a huge risk, but it is one that seems to have worked for Cadbury. These three ads are very similar as they don’t focus on the Cadbury bar they focus on entertaining the viewer by their use of a gorilla, airport trucks and the two children moving their eyebrows. It’s not until the end of the ad that the Dairy Milk bar appears in each ad. They are all very catchy ads by the use of music in them which have become popular songs again since the ads were first screened. The use of the colour purple is common in each of the three ads which is Cadburys main colour and is used on the bar wrapper. Q2. Cadbury has relied very heavily on TV advertising for its ‘A Glass and a half full Productions’ advertisements. Comment on the advantages and disadvantages of TV advertising. Without doubt Cadbury has relied heavily on TV advertising for its advertisements, and it is easy to see why. Television is by far the most popular entertainment medium around the world, with the latest report from the Television Audience Measurement Ireland (TAM) showing that Irish TV viewers alone watch on average of 3 and a half hours of TV per day. The huge advantage of TV advertising is the wide audience it reaches. Television viewers come from all walks of life, from children watching cartoons, to elderly retiree’s, everyone tunes into television at some part of the day. It is clear that TV advertising reaches a lot more people than other media outlet’s such as radio station’s or newspapers. Another big advantage of TV advertising is how it offers the greatest possibility for creative advertising. It can convey your message with print, video, audio, still photos, motion, light and graphics, to capture the attention of potential customers. TV ads can also sh ow and tell people about your product or service and actually show the benefits of ownership. One final advantage of TV advertising is its ability to advertise to targeted audiences. For example children can be reached during cartoon programming, housewives  during the afternoon soap operas, and people working in the Primary sector such as farmers and fishermen, around the time of the weather forecast! However, everything, TV advertising also has it’s disadvantages, with high costs being the primary one. TV ads are very expensive. To make show your ad is memorable, you need a decent amount of air time, but the longer the air time, the more expensive it is. Also, for a customer to remember the ad, the ad must be aired repeatedly. The down-side to this as a company is, every time the ad is aired, you must pay. On top of the expensive air rates, to make a good ad, you will need to hire a team of experts to create the advertisement. To highlight the cost of TV advertising, a May 2011 report by Allbusiness.com found that, to produce a quality 30-second national spot in America can cost up to $300,000. A further disadvantage to TV advertising is the difficulty to change your advertisement efficiently and quickly. For example if a company wanted to advertise a new special offer or promotion, a new time slot must be bought. Basically you are paying for a new ad, unlike other media o utlets such as newspapers or radio’s where the ad can be edited quickly without fuss. Finally, like we studied in the chapter on advertising, TV ads are becoming increasingly ignored. During ad breaks during their favourite TV shows, people will now often change channels, go out of the room, or simply play on their smartphone, laptop or any other items of technology. Q3. What role did viral advertising play in these advertising campaigns? Viral advertising is marketing through pre-existing social networking services or other online technologies with the aim of increasing brand awareness and product sales with the use of viral processes such as video campaigns. Viral advertising played a vital role in each of the three campaigns created by â€Å"a Glass and a Half Full Productions†. This can be easily seen in their first advertising campaign back in 2007 the famous â€Å"Gorilla† which created a platform for Cadbury Dairy Milk. On the launch night of this campaign the advert of the Gorilla was also uploaded to the social networking site YouTube. In just one night the video was viewed 500,000 times and overall was viewed 10 million times, thus the advertising campaign went viral and so creating a huge success story for Cadbury Dairy Milk. Through viral advertising this advert was able to gain a larger  viewing audience and so increasing the market awareness of Dairy Milk. Through viral advertising Cadbur y Dairy Milk’s chocolate sales in 2007 increased to 7% this is an increase of 30% compared to other competitors. The following adverts â€Å"Airport Trucks† and â€Å"Eyebrows† followed in the methods of the â€Å"Gorilla† in becoming viral sensations. They became instant favourites on YouTube. Cadbury Dairy Milk grasped the advantages of viral advertising with both hands and through this brought their business to the next level. They hosted online events which the public could get involved and fall in love with their product through viral entertainment. I believe viral advertising was the key aspect to the success of the advertising campaigns created by â€Å"a Glass and a Half Full Productions† as they were able massively increase their customer base and get the people involved in their product. Q4. All three Cadbury advertisements have nothing to do with chocolate, yet people remember what the advertisements are for. Why is there no actual reference to chocolate in the advertisements? What makes the advertisements so memorable as Cadbury Dairy Milk advertisements? Cadburys is a name that’s been around for the last one hundred and ninety years, dating back to John Cadbury who first opened his shop on Bull Street in Birmingham. We all know the Cadbury brand so well it’s been around a lot longer than all of us. It is because of this we are so familiar with their trademarks. The ‘A glass and a half’ symbol was introduced in 1928. The company used this familiar symbol to create their new slogan ‘A Glass and a Half Full Productions’ which they decided to use for their marketing campaign. Chocolate has always been associated with joy, chemically speaking chocolate releases serotonin and another feel-good hormone called dopamine. Cadburys know this and therefore decided to tap into this and bring their customers joy in another form, entertainment. Prior to the introduction of ‘A Glass and a Half’ Cadburys decided upon using purple in 1920. This purple is a recognisable aspect of all three advertisem ents. The vibrant purple is noticeably the background to their first creative ad, ‘The Gorilla’. Cadburys have put great emphasis on the purple here by using plain colours such as the black of the gorilla, two white planes also featured on the wall  and the silver of the drums. Similarly in the ‘Eyebrows’ advert, only plain colours are used as not to distract the viewer from the girls dress. However, in the Airport advertisement great colours are used on all of the trucks in the race. This is an effort to show fun in the ad, the enhanced airport vehicles are an example of Cadburys creativity using unlikely vehicles for the first ever airport race. That’s fun. The purple in the ‘airport’ advertisement is subtle but still clearly visible in the sky, this is no accident. As we as consumers are so familiar with the product it is not a necessity to display the functions of the product and what joy it will bring but by using abstract methods of grabbing our attention Cadburys has found entertaining their customers by using familiar songs like Queens – Don’t stop me now and Phil Collins – In The Air Tonight, to such great success with customers that not only did their advertisements go viral on YouTube but they even put Phil Collins song back into the charts. We as consumers could recognise and appreciate their efforts to bring joy to al l viewers.

Being Gay in America

The topic I choose to write about is being gay in America. This has been a rising topic in America. Homosexual people feel that they should have the same rights that heterosexual people have when it comes to marriage being at the top. What two people do with their lives is up to them but when they try and add another person into their lives, it changes the circumstances. Gays have been trying to fight for their rights for years. The Society for Human Rights in Chicago is the country’s earliest known gay rights organization. Wisconsin was the first state to outlaw discrimination on the basis of sexual orientation.American Psychiatric Association removed homosexuality from its official list of mental disorders (InfoPlease). Just recently the military got rid of its â€Å"Don’t Ask, Don’t Tell† policy allowing gays to serve in the military openly. I don’t see anything wrong with two people getting married to each other, but I don’t feel that hom osexuals should be capable to receive the same benefits of marriage like heterosexuals. If a gay person wants to be married then they should but they also should be taxed for being in a same sex marriage.I feel like they should get taxed because it is not natural for a man to be with a man or a woman to be with another woman. Two of the same sex cannot bear children therefore it is not acceptable to me. Homosexuals are trying to get the same equal opportunity as heterosexual marriages unless they are willing to pay some kind of payment. Under the Defense of Marriage Act made in 1996, it states that a gay married couple can take advantage of state laws with the benefits of marriage, but not any of the benefits by federal law (DOMA).The benefits that heterosexual marriages aren’t authorized to are social security, tax, estate, veteran and military, federal employment, and immigration. The law also states that marriage is legal union between one man and one woman. Under the law, no state may be required to distinguish same sex marriage considered to be marriage in another state. There are six states that consent same sex marriages which are Connecticut, Iowa, Massachusetts, New Hampshire, New York, and Vermont.Since most states don’t allow same sex marriage, many homosexuals have ended up going with civil union. Civil union is lawfully documented union like to marriage, but it is not marriage. It is the declaration of a partnership shared by a couple. Civil union isn’t recognized by the federal government and under the Defense of Marriage Act other states don’t have to oblige to recognize them. States that allow civil union are California, Colorado, Delaware, Hawaii, Illinois, Maine, Nevada, New Jersey, Oregon, Rhode Island, Washington, and Wisconsin.If you are gay that is fine. What you do behind closed doors is your problem, but many gays are adopting children and raising kids into their lifestyle. In our society today, it has been a n all-time high of suicides due to bullying. Why would you want to put a child in that kind of situation where they will be picked on because they have two dads or moms? Cited Section 1. ) DOMA. www. domawatch. org. 28November 2011 2. ) www. hrc. org/issues. 28November 2011 3. ) INFOPLEASE. www. infoplease. com. 28November2011 4. )

Journal Entry Coursework Example | Topics and Well Written Essays - 500 words

Journal Entry - Coursework Example Every person can work according to their own talent and skills and hence, every person can work according to their interest. However, collaboration is still regarded as a team work. This is one of the things that I feel are most important for everyone to understand because this may be one of the biggest problems that one may face while working with new people. Since I have taken this course I have tried to implement all ways of collaboration I have learnt through this course. It really is helping me throughout. When I get into a group work I always recommend this kind of working which makes it easier for all of us to work. This course, not only told us ways to work in collaboration, but also told us examples where people are working in interdisciplinary collaboration. For example in films, everybody works in their own department. The actors are supposed to act, the choreographers are supposed to choreograph; the editors are supposed to edit and so on. During the whole process, nobody interrupts in any others work, hence a successful film. During this course we got many surprising visitors that gave us their experiences about working in collaboration and working according to others’ disciplines and their disciplines combine. They told us that they had their tasks done before time and perfectly. They also shared with us how they kept on a smooth and friendly environment throughout. This was probably one of the biggest inspirations that my fellow mates and I got. Throughout, this course has offered me a lot to study about further. I personally got the curiosity in me that have lead me to do further research on interdisciplinary and collaboration work. I personally think that this course has helped me and it will help me in the upcoming years. This course has most definitely helped me during my group projects that I have worked on with people I know and people I don’t know. I was surprised how my ideas worked out well

Communication Etiquette in the workplace PowerPoint Presentation

Communication Etiquette in the workplace - PowerPoint Presentation Example With all methods of statistics being invented day and night, none is able to sufficiently estimate the value of courtesy. Words like; thank you, you are welcome, feel at home, it is my pleasure, I am humbled, that is kind of you, please, may I, you are amazing, how about if we consider this other method, and so on are forms of etiquette that ensure that people relate well with others. Keywords: communication etiquette, working environment; courtesy Introduction With new advents in technology, human beings may end up adopting machine-like responses that do not bring out the real person behind the words spoken. This growing trend in etiquette depreciation in the society has prompted some organizations to address the issues of concern by conductive training seminars on the art of good communication. The challenge that faces most organizations is the fact that organizations accommodate all generations of workers, bringing creative enthusiasm and positive energy along with creative ideas. Suffice it to say that even with all these, a conducive work environment in which everyone mind about the other person in thought word and deed is of utmost importance. Communication Etiquette at Work Places Moral courage is the most important ingredient of communication etiquette. ... Words are better emphasized in the style in which we say them; therefore, sometimes it is not always what we say alone that matters, but, how we say it (Cox and Hall, 2004). In other words, cultivating right tones helps to put across even the harshest words in a manner that recipients can take understandably without diluting the core message itself. Word like; excuse me, thank you, have a good day, how may I help you, thank you for calling, good luck, etc. do not cost much. They should be used to express your appreciation of someone, something, or a commendable job. In addition to this, being courteous does not limit one to only positive expressions. As human beings, we occasionally do not agree with our friends or partners. Using words like I am sorry, I beg to differ, can we considered these options, I am sorry but, may I kindly oppose that idea on the ground that, would you please elaborate your point on that matter, have we considered this and that, and so on are just but example s. As observed, words and phrases like may, would, please, kindly, pardon me, my apologies, could you, if you please, do you mind, and others, go a long way to help us establish interpersonal relationships healthy for a vibrant work place. Communication etiquette prevents workplace conflicts. Conflict can easily arise in a work place given that, most workplaces are characterized by pressure, either from within the working environment or from a different environment. Whichever way, there is need to manage conflicts arising in workplace due to lack of workplace etiquette or courtesy. It is important to take a personal initiative to learn to always think before speaking. This helps a great deal.

Kudler Fine Foods Paper and Presentaion Essay Example | Topics and Well Written Essays - 2000 words

Kudler Fine Foods Paper and Presentaion - Essay Example And choosing the proper one for the business is depending on the strength, weakness, opportunity and threat, of the choice that possesses in the available and the unavailable resources. The paper has worked on to address the issues regarding the choice of expansion being a private company and a projection of SWOT of the proposed expansion plans. The overall concept of any expansion plan is to raise fund that is needed to expand the company internally or externally. This is so, because the fund is the life line of any venture at the runway. The very first option that the company has projected is the floating of Initial Public Offer to raise fund from the public. This option of Initial Public Offering (IPO), also known as "public offering", is the concept of issuing common stock or shares to the public for the first time. This concept is pretty handy for smaller, younger companies seeking capital to expand. In an IPO, the Kudler may obtain the assistance of an underwriting firm, which helps it determine what type of security to issue; that is common or preferred, best offering price and time to bring it to market. Weakness: The cost of complying with regulatory requirements can be very high. Some of the additional costs include the generation of financial reporting documents, audit fees, investor relation departments and accounting oversight committees are unwanted by the public (INVESTOPEDIA, 2008). Threat: The actions of Kudler’s management will become increasingly scrutinised as investors constantly look for rising bottom line. This may lead Kudler to perform questionable practices in order to boost earnings. After this brief insight of the IPO based expansion; the second expansion plan is the Acquisition. It is also known as a takeover or is the buying of one company by another (Spaeder, 2004). Here, the companies cooperate in negotiations of purchasing of a smaller firm by a larger one. There is another form of acquisition, known as

Strategy, Business Information and Analysis Essay - 1

Strategy, Business Information and Analysis - Essay Example In particular, Porter has contributed mainly the following: five forces model (1980); generic competitive strategies of cost leadership, product differentiation, and focus (1980; 1985); competitive advantage (1985; 1987); four corners model (1980); value chain (1985); diamond model (1990), and market positioning strategies. Since Porter’s contributions have created a pervasive influence on business theory and practice, a lot of strategists from different fields have considered examining, recommending or applying his ideas. Nonetheless, given that his contributions have received widespread attention, it is the case that his ideas have been subject to criticisms. As a matter of fact, despite the fact that it made his 1980 book entitled â€Å"Competitive Strategy† the ninth most influential management book of the 20th history (Bedeian & Wren, 2001: 223), Porter’s five forces model received criticisms. In this regard, this paper delves mainly at critically analyzing and evaluating Michael Porter’s contribution to the field of strategic management. In order to give more focus and attention to the works of Porter to the strategic management area, this paper is limited to evaluating only three contributions. Basically, it aims at answering three points. First, it plans to look at Porter’s concept of competitive advantage. After analyzing the concept, second, this paper examines one of the specific types of strategies, his five forces model. The consideration of choosing this particular contribution is because of the fact that despite this model made his book the ninth most influential management book of 20th history, still, it received criticisms. Third, it also intends to assess his generic competitive strategies of cost leadership, product differentiation and focus. This work is selected because he considers such strategies to be generic. Meanwhile, the exigency to critically assess Porter’s contribution is because there is a need to understand why he has happened to be one of the most influential characters in the field of strategic management. This paper is of significance because it offers a deeper understanding of key concepts, ideas and debates in the said field. Likewise, the importance of this paper is that it can offer a critique of Porter’s work. To pursue the objective of this paper, this paper is structured in giving initially an overview of each contribution of Porter which is then followed by a particular critique of his work: competitive advantage, five forces model, and generic competitive strategies of cost leadership, product differentiation and focus. Lastly, it discusses the outcomes of this critical assessment. A Critical Assessment of Michael Porter’s Contribution to the Field of Strategic Management Overview of Competitive Advantage As a concept, competitive advantage is meant by Porter (1980) as a competence achieved via attributes as well as resources in order for higher level performance relative to

Communication or marketing strategies Case Study

Communication or marketing strategies - Case Study Example There are three basic objectives behind communication strategy. These are to create awareness about the brand, to shape the consumer's outlook towards it and also to stimulate her purchasing intent towards the brand. This process has become significantly more important nowadays due to influx of huge numbers of alternative products in any category and due to the ever increasing number of choices in front of the consumer; in the automobile industry the situation is not any different. So to entice the consumer towards a brand and to excite her to buy the product, then making sure that she stays on with the brand and makes a repeat purchase are some of the fundamental imperative objectives of any communication strategy. (Vos M., Schoemaker H., Rusland G., 2004). Ford Motor Company was established in the year 1919 in US. The company produces a range of automobiles from cars to trucks and buses under brands like Ford, Lincoln, Mercury, Volvo. The company also deals in financial services, the prominent among them being Ford Motor Credit Company also know as Ford Credit. (Full Description, April 2009) Under Cars the brands are Focus sedan, Focus Coupe, Fusion Mustang and Tauras.I n Hybrids the brands are Fusion hybrid an Escape hybrid. The crossover brands are Taurus X, Flex and Edge. SUVs comprise of Escape, Sport Trac, Expedition and Explorer. The trucks range consists of Ranger, F-150, F-250 Super Duty, F - 450 Super Duty and E-Series. Important marketing campaigns: Important marketing campaigns in recent times; objectives, target and strategies: Bold Moves Campaign - In 2006 May, Ford launched a new campaign under the concept 'Bold Moves' to inspire buyers to recognize and appreciate the company's bold new image. The campaign uses famous singer Kelly Clarkson's music with images and video portraying cars and buyers. The goal behind the campaign has been to change the mindset of the consumer towards Ford vehicles which have not been selling in large number. Critics have argued about the campaign pointing out that only a bold campaign would not be making any difference rather a bold product portfolio would help the company in notching up sales. Some experts said that the company had launched the campaign keeping in mind the future also. They said Ford might be using this campaign to make the consumer ready for its future launch of bold vehicles. JWT Marriott was the agency behind the campaign and they claimed that the campaign was a long term one with a complete turn around of the brand on their minds. The turn around effort w as termed the Way Forward by the company.( Ford's bold moves fall flat with viewers, August 2006) The Bold Moves campaign was used massively for the Ford crossover vehicle the new EDGE. The company planned to spend more than $100 million behind advertising for the EDGE model. The campaign consisted of television ads on various language TVs which included English, Chinese, Korean, Spanish, etc. famous singer Beyonce Knowles was roped in for singing in the ads.